India is a diverse country, not just in terms of its people and culture, but also in its culinary habits and snacking preferences. Snacking has always been an intrinsic part of Indian culture. We have a snack for any reason, season, and occasion, no matter what time of the day it is. Recognizing this deep-rooted love for snacking, Deepak Grover embarked on a mission in 2019 that would ultimately transform India’s snacking landscape.
Deepak’s vision was clear: he aimed to provide snacks that didn’t just satisfy taste buds but also promoted health, boosted immunity, replaced unhealthy meals, and supported weight management. It was an ambitious goal that gave birth to Snack Amor, a brand that firmly believes in the potent combination of health, taste, and affordability.
The target audience for Snack Amor is as diverse as India itself, catering to health-conscious millennials and discerning adults who prioritize preventive healthcare. In a market saturated with snack options, Snack Amor quickly emerged as a trusted platform for those seeking tasty, healthy, affordable, and natural snacking alternatives.
Over the past few years, Snack Amor’s journey has been nothing short of impressive. The brand has garnered a loyal customer base that continues to grow. However, for Snack Amor, this is merely the beginning of a more significant mission. Leveraging the power of digital technology, the brand is now poised to make its products accessible and affordable to millions across India and beyond.
The very name “Snack Amor” encapsulates its mission – the love of snacks done right. Unhealthy snacking habits have contributed to a surge in lifestyle diseases like diabetes and cardiovascular issues in India. Snack Amor was founded with the determination to confront this pressing concern and lead the way toward a healthier and happier India. Through its dedication to innovative, health-conscious snacks, Snack Amor is redefining snacking in India, one delicious and nutritious bite at a time.
When inquired about the brand, Founder Deepak Grover unveiled during his interview with Snackfax that Snack Amor’s ethos revolves around nurturing self-love, family well-being, and environmental stewardship through the provision of snacks crafted from wholesome, health-conscious ingredients. Firmly committed to upholding standards of quality and nutrition, Snack Amor is unwavering in its resolve to directly address the issue of unhealthy snacking. Here are some notable excerpts from the interview..
SnackFax: Could you provide insights into the competitive landscape and other relevant market dynamics, given the highly competitive nature of the snack category?
Deepak Grover: The organized market is valued at 100,000 crores, while the unorganized sector might be even ten times larger. Therefore, it’s not a market where one player can dominate entirely. Additionally, in the next 2-5 years, we can expect the emergence of new quality brands, which is a positive development, as it signifies a growing market. The more players, the better it is for the industry.
However, I believe consumers have advanced in their understanding of food, particularly when it comes to healthier options. They are seeking highly innovative products that offer both great taste and affordability while also being transparent about their nutritional value.
SnackFax: Can you elaborate on how Snack Amor’s products are not only healthier but also more environmentally sustainable?
Deepak Grover: When we talk about junk food, we’re referring to food that is excessively high in saturated fats, salt, and sugar. The real challenge lies in creating food products that are either devoid of or contain minimal amounts of these unhealthy elements while still delivering a delicious taste. This has been our primary focus as a brand. Additionally, we recognize that Indian consumers have specific preferences, such as the desire for high protein content, the avoidance of refined flour (maida), and the inclusion of essential micronutrients like calcium and iron. We are dedicated to curating products that meet these criteria.
Our products not only surpass the nutritional shortcomings of typical junk food but also excel in sustainability. They are not just free of saturated fats, salt, and sugar but are also enriched with essential micronutrients and protein, all while remaining affordable for our customers.
In the realm of business, profit is undoubtedly a goal, but we also have a higher purpose. Our aim is to be a responsible member of the global community and make a positive impact on the planet. We are a purpose-driven brand, and this sets us apart from others in the industry.
Take millets, for example. Despite their centuries-old presence in India, they have never received the attention they deserve. By promoting the cultivation of millets over crops like corn, we can conserve up to 247 million liters of water annually. Furthermore, millets have a significantly lower carbon footprint compared to corn, contributing to reduced greenhouse gas emissions.
Our purpose extends beyond improving the 4pm snacking culture; it encompasses a commitment to a more planet-centric approach.
SnackFax: In terms of brand scalability, where do you currently stand?
Deepak Grover: While Snack Amor primarily operates as an online e-commerce D2C (Direct-to-Consumer) business, it’s crucial to recognize that true growth and scalability for any FMCG (Fast-Moving Consumer Goods) company in India hinge on successfully navigating the challenges of offline distribution.
Moreover, when it comes to understanding the broader business ecosystem, my industry experience has equipped me with valuable insights. Having a background in this industry enables me to strategically allocate our marketing budget, identifying the most effective areas to invest in. This perspective is particularly significant when viewed from the standpoint of our distributors.
In addition to our online presence, we’ve strategically ventured into specific geographic regions or “belts” to establish a presence in offline markets. We’ve also tapped into the general trade market, where the average trade value can start at 1000 and gradually increase to 2x, 3x, or even 4x. The key strategy here is to identify the most relevant and impactful players in these markets and concentrate our efforts on collaborating with them to drive growth and make a meaningful difference.
Final Thoughts:
Snack Amor’s dedication to making healthier choices accessible extends an open invitation to everyone. As they say, “Do try us out. We would love to hear your feedback!” With its unique combination of taste, health, and affordability, Snack Amor is not just a brand; it’s a movement that’s reshaping the way India snacks, one delicious and nutritious bite at a time.
